Cynthia Harvey of Pasadena, Calif. writes:
“I am a fashion designer, sewing instructor and fashion career advisor.
“I own The Sewing Studio in Old Town Pasadena, Calif., where I have fun teaching kids, teens and adults about the fashion industry and how to sew.
“For almost two years, I have taught hundreds of students. My goal is to teach 100 each month.
“How do I reach my goal without an ad budget?”
Not knowing how many she already is teaching per month, it’s hard to say how to reach the goal without advertising. But here’s how I’d start: develop a community sewing project. Perhaps you could come up with a simple wardrobe to help clothe homeless children in your area. Recruit the people you already have taught to come in a couple of times per month to sew the clothes. Perfect media opportunity gets your Sewing Studio awareness up without advertising.
Then, utilize social media to leverage the coverage you have received.
Thanks Harry, I am am seeking out a family homeless shelter in the community and will announce the project at an upcoming fashion show. I think it this is a great idea.
Cynthia
I’ve read somewhere that despite the economy, craft stores are holding up OK because people are making and mending their own clothes. Media might be interested in a “sew through a recession” angle if you’ve seen an increase in adults wanting to learn how to sew. You might want to also consider partnering with a local kid non-profit and have your students sew homemade kid outfits for a fashion show or something to be auctioned off. It can be a good example of how you can save money without losing any fashion appeal. I’d think local TV would go for this.
I wish I could take your class. Good luck 🙂
Hi Doreen,
It’s true the local JoAnn’s (craft and sewing) stores are always busy and young people are into recyling and vintage which is all a part of “going green”. Are you a creative writer? Would you like to elaborate on “sew through a recession” angle — I could really use some media attention.
Thanks
Cynthia
I love all these ideas!!! I would do a community Back-to-School project to help families learn how sewing can stretch too small favorites into another fabulous design. Working with schools and after school programs can become a niche market. Help local dance classes create their own dance recital costumes, help drama groups create their on stage wardrobes, have season sewing classes — to help inspire kids to create their own Halloween, Christmas, Homecoming and Prom outfits! I would also have a blog to post pictures and utilize all the social networking sites too! This could become all the rage — design your own fashions!!!
Hi Stacey,
I am planning a kids/teens fahion show and The Sewing Studio is now on some social networking. Thanks.
How about offering something special and unique to get additional attention. Perhaps a special mother/daughter class or a class on making holiday fashions. You could promote the holiday class easily by saying how everyone could save money this holiday season with just a few simple classes.
Also, could you team up with local events. Volunteer for the class to design special shirts or something for an event. You would get free promotions that way.
Good luck!
Diana Ennen
Hi Diana, I especially like your mother/daughter suggestion and I will definely promote this idea for Mother’s Day and this holiday season. Thanks.
In terms of other organizations she might “partner” with:
1) Churches are always looking for ideas to get kids and teens involved in something “wholesome.” Offer special pricing for anyone coming to your classes from these “partner” churches. Or if the church has a special event coming up (e.g., my church is having a 300 year anniversary), perhaps she can help patrons create something special for the event. Retired folks might be another target audience from the churches.
2) Some civic groups may also be interested in having members participate in a group activity. Several come to a class together. Maybe they create something that is auctioned or sold as a fundraiser for their civic group. Get a listing of groups from the area Chamber of Commerce.
3) There may be theater groups or choral groups that need costumes. Perhaps some of the folks from these groups come to the sewing classes or . . . Cynthia has the chance to help her students earn money by getting paid to sew the costumes. Cynthia ought to negotiate something for her time and efforts of bringing the work to her students. But it’s a new twist!
4) Ask area shelters, churches, etc. if they can supply the fabric and thread (and some idea of the sizes and types of clothing most needed), then maybe the students sew the clothes and give them to the nonprofits. Students get practice; nonprofits get good clothes inexpensively; and Cynthia can get media coverage for the cooperative effort of so many people helping the community.
There are variations of all of these that might be more applicable. But hopefully that gives her a few ideas.
By teaming with these organizations she invests her time, but no advertising costs. Word is spread by the orgs and by word of mouth from the people involved. Plus many of these efforts will appeal to the media and she can get coverage there too.
Finally, if she meets someone who is a decent writer, encourage them to send an editorial to the local paper (online and print). Have them give contact info for her (subtly) while focusing on the good the project did for the community; the joy the people in the org experienced by participating; and so on. Make it a good story.
Karen Zapp
I like the help the kids in the community angle. Any suggestions on finding a decent writer?
I sew and I watch two popular television shows, “Project Runway” and “What Not To Wear.” Why not talk to a social services agency for men or women who are being outfitted for work? You could take a look at their wardrobe, make suggestions for fit improvement (and show how it can be done by sewing) and then suggest additional wardrobe pieces that could be sewn to add versatility, interest, and demonstrate individuality. You could target high school or college students who need to go from the academic environment to the professional world and show how they could smarten their wardrobes as well. How about older men and women who want to look more hip? Accessories are very important and can add some zip to wardrobes while allowing people to express their individuality and creativity without having an entire repertoire of advanced sewing skills.
How about contacting the local chapter of the American Sewing Guild for cross-marketing? The ASG is heavily into community service projects and helping to expand the ranks of those who sew.
The local fabric stores might help you run a drawing for a free sewing class. The benefit of this is you now have a list of names for potential customers. You could then offer a 10% discount for sewing classes for these people.
Have you considered writing a brief article on sewing for your local newspaper? Something as simple as developing a home sewing repair kit (what to have on hand, what stitches to use, etc) could be a lifesaver for someone.
I am starting our first newsletter and will include tips and information for those who sew. I’ll be sure to forward it to the local newspaper. Thanks for all your suggestions.
Cynthia
(1) “Bring your best friend” campaign — a twofer for a one session class on something simple like measuring, cutting, sewing and stuffing a small (balsam or lavendar) pillow.
(2) If there’s a sewing element in a local school home ec program, or a community or church program, tie into that with, e.g., a discount on fabric chosen from a card of fabric samples you provide and a discount on specific patterns for which you can run a class (or series).
(3) Assuming success with (1) and/or (2), keep a clear plastic bin where everyone can see it to collect students’ scraps. Then invite all students and other sewers to participate in a quilting bee, the result of which is donated to the local hospital or other charity to be auctioned off. Good karma, good PR (with a little planning) — at the kick-off, midway, presenting to the charity, etc.
Hi Catherine,
I really like your number one idea and it seems so does Alyson, the blogger below who had a similar idea with offering a “girlfriends” party. This one I think I will try. Thanks for your suggestions.
Cynthia
Lots of great ideas here. How about home-schooled kids? I know they have home school “expos” where organizations and businesses can promote their offerings to the parents.
Also, what about a girlfriends’ party? You could come up with an easy project and promote it to busy women who want to spend time with their friends. Not exactly the same as teaching, but you sure could have fun with it–especially if it revolves around a theme.
Hi Alyson,
Thanks for the “girlfriend” party idea. I like to have fun and think this one just might work. I have already tapped into the home-schoolers. Thanks.
I’d go to quantcast and see what they have to say about your niche.
Mark, what is quantcast?